For Sony, the move would give the company an edge over Microsoft's Xbox and Sky Player combo, offering customers more content with the probability of lower cost.

Competition is also a factor for Channel 4. The BBC iPlayer features on a number of platforms, including the PS3, so 4OD risks forever playing catch up if action isn't taken. Reports suggest Channel 4 will also follow suit in creating an iPad app.

While there's the possibility that 4OD could form part of a PlayStation Plus subscription, the best option those of us with shallow pockets could hope for is a free download with unskippable ads – pay the dosh or face brainwash.®